A comparative analysis of gender representations in advertisements: A comparison between the Islamic Republic of Iran's state television and private digital media

This research conducts a comparative analysis of gender representations in advertisements broadcasted on Iranian National Television and the online platform Aparat. Employing John Fiske's semiotic approach, the study examines the portrayal of gender roles and the structural differences between the two media. The primary objective is to understand how gender roles are constructed and how structural, cultural, and regulatory differences between the two media influence these representations. In advertisements on Iranian National Television, women are typically depicted in traditional roles as housewives, subordinate to men. This portrayal reinforces gender stereotypes, presenting women as home managers and men as primary decision-makers. Additionally, these advertisements prominently promote family-oriented consumerism aligned with cultural and traditional values. In contrast, advertisements on Aparat, due to the greater freedom of the digital space, present more modern and liberated portrayals of women, showcasing them as independent, attractive, and successful individuals. These advertisements not only depict women as having greater autonomy in their choices but also promote modern consumerism as a means of achieving success and social status. The findings reveal that new media, by offering diverse representations, challenge traditional gender roles and promote modern consumerism. This research emphasizes that new media platforms like Aparat enable more liberated representations of gender roles, facilitating the formation of new identities.